Letter from America: Bonuses, bungs and brand

Brands that mess up in the US need to understand the American public psyche if they are to have a hope of regaining public trust.

Letter from America: Bonuses, bungs and brand

Allyson Stewart-AllenInternational Marketing Partners

Brands that mess up in the US must understand the American public to regain trust, advises Allyson Stewart-Allen.

What common factor do Barclays, WPP, BP, RBS, NewsCorp and Costa Cruises share? They're all under the spotlight by US shareholders for brand damage as a result of misjudged bonus increases, lapses in ethics or operational bungles which lost them the trust they invested heavily to earn in America.

Two leading British banks, Barclays and RBS, each awarded significant payouts to their executives despite calls not to by American institutional...

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